Instagram Stories Have Now Gone Global

In the first global campaign for its Stories platform, Facebook’s Instagram app is celebrating the diversity of expression among its users by showcasing epic occasions next to more casual moments.

The campaign, which began in Philadelphia, Milan and Cologne on Monday, was created in partnership with Wieden & Kennedy Amsterdam. It includes 15-second films, out-of-home installations and digital and mobile assets. Instagram works with Mindshare on media.

Instagram created its Stories feature last summer as a way to counter its rival Snapchat, which has just over half the daily active users but is increasingly popular among 18- to 24-year-olds. The Stories feature on Instagram allows people, publishers and brands to create videos documenting their daily activities that disappear in 24 hours, just like Snapchat. (Facebook itself just added a Stories feature to its own app.)